Step into a mall or shopping center and see what online shopping does to brick and mortar stores. They have been leveled or reduced, especially during the height of the COVID lockdown.
target (TGT) is one of the retailers moving toward smaller footprint stores, most of which are 6,000 square feet. Things have changed.
Now, retailers are showing larger locations designed to capture the needs of online shoppers and bring them to physical stores.
The Minneapolis-based retailer announced it will focus on building a bigger store (opens in new tab) of 150,000 square feet in the coming year. The stores are about 20,000 square feet larger than the stores currently in Target’s fleet, which includes super-small stores opening in urban and college towns. Target will also bring this new store design, with a more open layout than many of its current stores and locally inspired features, to future remodels, said the retailer. The company also said that it will continue to build stores of all sizes, but will focus on this new format.
A larger sector of new store design will focus on internet sales. It will be dedicated to Target’s goal of same-day fulfillment for online shoppers, be it in-store pickup or drive-up.
“Target stores are at the heart of how we deliver for our guests, whether they browse the aisles, shop online or stop by for same-day services like Order Pickup and Drive Up,” said John Mulligan, Target’s executive vice president and chief operating officer. officer
An updated store design and footprint recently debuted with a new Target near Houston. By 2023, the company said, about 30 new Target stores will reflect the new design elements. New Target stores and remodels will have most if not all of the redesigns starting in 2024.
Some design elements include more space for online fulfillment. Target says that area is five times larger than its current space that fulfills digital orders and similar services. There is also a larger area for employees to enjoy when they are not working on the floor.
Target’s aesthetics will get a facelift as well. The design will include more natural light from larger windows. Regionally reclaimed wood will be featured in the decor, along with plants. New stores or remodels will also tap the community to influence the original landscaping around the store as well as local products.
Target’s new strategy comes as retail continues to recover. Research says 2021 will see more stores open than close, according to Coresight Research (as reported by CNBC). The National Retail Federation said in the past yesr it, too, is seeing store openings more than closings year-over-year. Most are discount, off-price or dollar stores.
Whether this represents a sea change for personal shopping remains to be seen, but it’s clear that Target thinks it might.
Target’s Mulligan said, “Guests and team members tell us they come to Target because they feel inspired, connected and welcomed. With a redesigned store design and a larger store footprint that better supports same-day service, we can provide visitors have more to enjoy while incorporating features that build on our commitment to sustainability, community and helping the whole family find joy in everyday life.”